Chasing Cool

Standing Out in Today's Cluttered Marketplace

De: Noah Kerner, Gene Pressman

Narrado por: Johnny Heller

Cool isn't just a state of mind, a celebrity fad, or an American obsession, it's a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering, "How do we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor?"

Chasing Cool includes interviews with more than 70 of today's most respected innovators, from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera. And through this accomplished assemblage, Pressman and Kerner dig beneath the surface and reveal how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not.

In a multidimensional, entertaining, and eminently readable book that redefines how to appeal to today's savvy consumer, Kerner and Pressman explore the lessons to be learned by America's ongoing search for the ever-changing concept of cool. Listeners will learn how to apply these lessons to their own businesses and creative projects in order to stand out in today's cluttered marketplace.

©2007 Noah Kerner and Gene Pressman (P)2007 Tantor Media Inc.

Great, ex cept for the narration

The content here is quite good, and overall the book is a nice companion to both "The Tipping Point" and "Made to Stick." There is a bit too much in here about Barney's, but I guess that's to be expected when one of the authors used to run the place.

My only real complaint here is the narrator, or maybe it's the audio editing. Either way, the sound of saliva swallowing was disgusting. I also grew tired of the narrator's tendency to adopt an accent of some sort every time he read a quote.

Not up to you

Being cool isn't something you can just dial up. You need integrity, authenticity and a little lucky. Yes it comes down to the lap of the gods. Chasing it is one thing, trying to get others to chase you another all together. Trying to copy it, reproduce it or manufacture it will no cut it. This book does not necessary help you to over come this problem, just let you know not how to go about it and so you might just get it. Hope that helps, as this book didn't help me work it out. Good luck.

Very Insightful

I was skeptical about this title due to overly glowing reviews on Amazon. I have to say that the glowing reviews were warranted.
Everyone is looking to create or be next 'iPod'. This book tells you how it's done and cites real world examples. Highly recommended.

Insightful book

Enjoyable book to listen and has great examples on branding ideas that have worked and ideas that did not work for multiple companies.

We get it, you are cool.

If you want to hear this guy talk about how awesome he is and not really give you any solid info, this is a great book. How many times can you hear "If you have to ask, than you don't know cool"